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September 18, 2018

What is PR?

Recently on an interstate trip I was reading Virgin’s inflight magazine and came across an interesting article on the benefits of public relations in our new business world. It inspired me to seek out its author – PR and Marketing expert – Adrian Falk, from Believe Advertising.
I recently met up with Adrian at his office in Bondi and was pleasantly surprised to see some of the campaigns Adrian has worked on – including some of my favourite products which I had discovered through good media placement. I have personally been skeptical of PR Companies but after learning the processes of this craft I am now looking at this part of marketing as a crucial element of the sales process. Sean Edwards.

The Changing Face of Public Relations – What Does Publicity Mean in 2018? – by Adrian Falk

In our ever-evolving new age of digital media, public relations has seen a major shift from traditional media. We’ve all heard this by now, but what does it actually mean? With the ageing of Gen Z and their impact on consumerism, public relations in 2018 will put emphasis on digital landscapes and the building of relationships. Here are five PR trends to stay on top of in 2018 to boost your brand and increase your sales.

1. Digital Landscape
It’s no secret that in the past decade we’ve seen a major revolutionary shift toward digital marketing. That is why it is important for brands now more than ever to focus on their own digital channels, including websites and social media platforms.

Recently, there has been an increase in the development of content “watering holes,” online places where readers get their content on a specific topic without having to search the entire internet. Brands will have to take into consideration what their target market is searching online, to identify current watering holes, reach a wider audience and build visibility for their target audiences.

2. Visual Content
According to Cisco by 2020, online videos will make up more than 80% of all consumer internet traffic. Visual content, such as interactive videos, let audiences engage and connect with the information you are sharing with them. This means, video marketing should be at the top of the priority list this year.

3. Influencer Marketing
In the past few years, we’ve seen brands turn to influencers to help advertise their products across all media platforms. However, influencer marketing has transformed from a rising trend to an essential marketing tactic for brands. One of the biggest shifts you can expect from influencer marketing in 2018 is the transition for more transparent and authentic partnerships. Instead of getting the biggest A-list celebrity to be featured in one of your Instagram posts with little to no thought, brands should focus on establishing authentic brand ambassadors whose opinions will be trusted and valued by their target audiences.

4. Mobile Marketing
With tech-savvy millennials, or Gen-Z, dominating the consumer market, it’s no wonder communication strategies have shifted accordingly. More and more consumers are using smart phones or tablets as their first, and sometimes, only device. Brands need to consider how their content will appear across these channels, and how they can make their products easily accessible through mobile devices and consider what online media and blog sites to reach that should be part of your PR and marketing mix.

5. Paid vs Earned
One of the biggest issues in PR right now is the grey area between editorial content and advertising. PR professionals are now playing an important role in the marketing process. Brands need to focus their efforts on building the relationship between consumers and the media. Publicity is a great way to cut through the clutter of media noise and communicate through storytelling, what sets you apart from your competitors.

About the author:
Director of Believe Advertising and PR (www.believeadvertising.com), Adrian Falk, has been successfully generating national and international press coverage for clients for over 16 years.
Adrian has worked with a diverse range of lifestyle, beauty and fashion clients including Seiko, Nad’s, Furla, Vodka O and Coon Cheese. He has also worked on many high profile PR campaigns, including the viral PR campaign with Novak Djokovic for the worldwide launch of HEAD’s new Graphene Speed tennis racquet, and the international press conference announcing Seiko’s partnership with Novak Djokovic.
Want to get a free PR and marketing overview of your brand? Speak to Adrian today – email afalk@believeadvertising.com or phone (02) 9388 0033.

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